CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes

Peter Ikladious, Co-founder at Unlocking Growth shares his Product-Led Growth (PLG) insights. In this episode, we discuss: What PLG is including the fundamentals you need to get started  How PLG can be applied to any industry, and what it means for marketing teams and CMOs How it changes the dynamics of an organisation and the skills needed in the marketing team How CMOs can use PLG to play a bigger role and have a bigger impact in their organisation  From MQLs (Marketing Qualified Leads) to Sales Qualified Leads (SQLs) to Product Qualified Leads (PQLs) We dispel some myths about PLG and explain in which situations it is inappropriate to adopt The growth mindset needed including the 4 key attributes for any modern marketer to thrive at PLG The new course, Rocket Ship Scholars that Unlocking Growth has launched to upskill Aussies in PLG - listen out for how to apply for one of their 5 free scholarships to the program. *Applications close 20 March 2022. Never heard of PLG? Peter explains ‘PLG is about surfacing the value of the product as an enabler to drive more sales’.  So instead of telling people about your value proposition, you show them. In typical SaaS it includes models like freemium and free trials, but in non SaaS it can include webinars, events, whitepapers and other tactics deployed throughout the funnel by Sales, Marketing, Product, Customer Success and Customer Support. Peter is an Aussie with a remarkable career including 20yrs in Silicon Valley. Peter established and led the growth and product management across IBM, he’s been VP of marketing for Safety Culture, Product Development Program Manager at Hutchison 3G - plus a range of experience founding, running and consulting with Startups.  Peter’s now helping startups and businesses in Australia to scale faster using a product-led growth approach through his leading product-led growth consultancy, Unlocking Growth. P.S. Get the cheat sheet that accompanies this episode. Head to our website, find this episode and download the PDF summary notes with all the tips and strategies laid out in an easy-to-read format. Spend less time taking notes, and more time taking action. References Wes Bush - Product-Led GrowthWilliam Duggan - Napoleon’s Glance Contact Peter Ikladious Find Peter on LinkedIn and mention you heard him on the podcast. Find out more about Unlocking Growth, and their Product-Led Growth course, Rocketship Scholars. Contact Growth Generators Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3- stage framework for marketing transformation.  Follow or connect with Ty on LinkedIn and let us know what you think of the show. Help us continue to help you Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team. Please take a moment to rate and review us on your favourite platform. We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show. This podcast was produced by Ty Hayes and edited by Lewis Hallam. Thank you and enjoy the show!

David Cannington, CMO, Co-founder and Executive Director at Nuheara shares the remarkable story of how this consumer hearables company is disrupting an industry. Nuheara has won; Times Magazine 100 Best Innovations in 2020 Award; Company of the Year by Consumer Technology Association (who run CES) 2021; and an Innovation Oz award 2021. We discuss: David’s fascinating background including the role he played during his 20yrs in San Francisco, helping Aussie and New Zealand tech companies enter the US market How David and Co-founder Justin Miller saw the opportunity to create a new market category in consumer hearables How they’ve used elements of The Lean Startup and The Innovator’s Dilemma in their disruptive market strategy The challenges of scaling the business and taking on giants like Apple and Amazon How David has built a world-class in-house marketing team, complemented with specialist agencies How Nuheara’s multi-channel strategy has paid off with seven global Shopify sites, complemented with a retail play The importance of a test and learn, digital marketing strategy in E-commerce Why David talks with at least two customers every week  How marketing brings customer insights back to product development The power of authentic storytelling and testimonials Finally, we explore how Nuheara uses speed to innovate and speed to market as a competitive advantage. David is a seasoned international sales and marketing executive with experience across consumer and technology sectors. David cut his teeth launching new consumer products in the UK and building global consumer brands in Australia working for Fortune 1000 marketing and advertising companies. David has also advised many startups on go-to-market and growth strategies and was the founding CEO of ANZA Technology Network, a leading cross-pacific technology entrepreneurs network. P.S. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with David, with all the tips and strategies laid out in an easy-to-read format.  References Times Magazine 100 Best Inventions of 2020 Nuheara names Company of the Year by Consumer Technology Association 2021 Nuheara wins Innovation Oz Award 2021 Podcast - Hidden Brain Contact David Cannington Find David on LinkedIn and mention you heard him on the podcast. Or you can email him david.cannington@nuheara.com Find out more about Nuheara Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.  This episode was produced by Ty Hayes and edited by Lewis Hallam.

Lucinda Barlow, Senior Director, Head of Marketing APAC at Uber, shares incredible agility and team culture insights. We discuss: Lucinda's fascinating background and the lesson she learned early on in her career; How Uber has pivoted during COVID-19 to shift resource and budget away from mobility and into delivery, and how they can move so quickly at scale due to their strong operations backbone; Agile and growth mindset, flexibility, and the importance of empathy with your staff and your customers during times of crisis; What Lucinda loves about working in tech and the kinds of people that tech attracts; How Lucinda's APAC team is structured and her remit around brand and top to the middle of the funnel; How Lucinda’s team works alongside a separate performance team, and the pros and cons of this model; How Uber takes a think global, execute local approach to their marketing; and How to generate a culture that adapts, takes risks, is creative, thrives in crises, leverages the benefits of multicultural diversity and develops its leaders. Lucinda started her career working with Symbian, who was the leading operating system in phones before iOS and Android were developed. Since then, Lucinda has worked for Google, YouTube, and now Uber. Lucinda has worked in the US, UK, Asia, and Australia.  Enjoy the show! P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Lucinda, with all the tips and strategies laid out in an easy-to-read format.  References Byron Sharp - How Brands Grow: What Marketers Don't Know. Erin Meyer - The Culture Map: Breaking Through the Invisible Boundaries of Global Business. Wes Bush - Product-Led Growth: How to Build a Product That Sells Itself (Product-Led Growth Series). Contact Lucinda Barlow Find Lucinda on LinkedIn and mention you heard her on the podcast. Find out more about Uber.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

A sales masterclass with Luigi Prestinenzi, Co-Founder and Head of Growth at Sales IQ. In this episode, we discuss: The typical roles and functions in a sales team and how structures will never be the same after COVID;  The sales funnel and what roles you need at each stage from SDRs (sales development reps) to AEs (account executives) and AMs (account managers); The critical role of the sales manager and not forgetting customer success and the crucial role they play in retaining and expanding clients; The rise of the Chief Revenue Officer and the emerging roles like sales ops, and engineers; Different sales structures from the assembly line or funnel to the 360 sales cycle and pods, and the importance of context when designing the right sales structure;  The importance of incentivisation, what separates good salespeople from the great ones and the one technique you must use in every sales person interview;  The key sales tech tools that a team needs to be successful; and Why sales and marketing teams are often at loggerheads and how to build trust and align with sales by developing a deep, shared understanding of the customer and aligning on metrics and goals wherever possible.  Luigi has over 20 years of sales experience, hosts a podcast Sales IQ, and helps organisations such as HubSpot, DocuSign, SAP, and SalesForce transform their sales results through the sales enablement courses, training and coaching that Luigi and his organisation provides. This is a fun conversation about both sales and the alignment of sales and marketing. So whether you are joining or running a sales team, you need to build a modern sales team or if you just need to better understand and align with the sales team, there'll be plenty in this episode for you.  Enjoy the show! P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Alexandra, with all the tips and strategies laid out in an easy-to-read format.  References Justin Michael & Tony Hughes - Tech-Powered Sales: Achieve Superhuman Sales Skills. LinkedIn (published by Stephen Balsky) - The Transtheoretical Model of Human Behaviour in Sales. Sangram Vajre - Account-Based Marketing For Dummies. Seth Godin - Purple Cow: Transform Your Business by Being Remarkable. Contact Luigi Prestinenzi Find Luigi on LinkedIn and mention you heard him on the podcast. Find out more about Sales IQ Global.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.   Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.  This episode was produced by Dylan Todd and edited by Lewis Hallam.

Christina Del Villar, Founder and Chief Marketing Strategist, joins us on this episode. Christina is author of the book, Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy, which is discussed throughout the interview today. In this episode, we discuss: The G.R.I.T. Marketing Method: G - go-to-market strategy; R - repeatable, predictable and measurable; I - intention and T - tools and technology; What’s wrong with how companies are currently developing their go-to-market strategy, and how to get this right by developing the strategy together, with all four legs of the chair involved - including marketing, product, sales and customer success; The role that marketing can play through the customer journey, from influencing the product blueprint, to supporting customer success;  The key MarTech tools needed for any SME; and The first three marketing hires that Christina would make for an early stage startup. Christina’s book is for any marketing leader that knows they can have a bigger impact and greater influence in their organisation. It includes useful frameworks and toolkits that map out where marketing should focus in each stage of the customer journey, as well as other hard-earned advice on how to grow your influence through empathy and intention. Christina is a Silicon Valley marketing executive, consultant and author who geeks out on helping companies transform, grow and scale and leveraging technology. With over 25 years of experience, spanning 20 startups and Fortune 100 companies including Udacity, Autodesk, Oracle and Zip2 - one of Elon Musk’s very first startups. Tune into the episode to hear about what Christina learned from working with Elon. Enjoy the show! P.S. -  Lean Mean Marketing Teams are giving away five copies of the book, signed by Christina to you! To go into the competition, follow two easy steps: Share a link to this episode on social media with a comment on what you learned or liked from the episode; and Email host Ty Hayes a screenshot of your post to ty@growthgenerators.io, or LinkedIn. The first five (5) people that do this will get a signed copy mailed to them. Go on, do it and grab yourself some holiday reading! P.P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Christina, with all the tips and strategies laid out in an easy-to-read format.  References Ann Hiatt - Bet on Yourself: Recognize, Own, and Implement Breakthrough Opportunities. Christina Del Villar - Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy. Find it on Amazon and Barnes & Noble. Mike Geller, Rolly Keenan and Brandi Starr - CMO to CRO: The Revenue Takeover by the Next Generation Executive. Stephen R. Covey - The 7 Habits of Highly Effective People. Contact Christina Del Villar Find Christina on LinkedIn and mention you heard her on the podcast. Find out more about Christina Del Villar.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.  This episode was produced by Dylan Todd and edited by Lewis Hallam.

How to hire the best and set them up for success with Alexandra Mitchell, CX and UX Lead at Privitar. In this episode, we discuss: What a CX and UX Analyst does in a typical week and why; How Alexandra stays connected to customers by engaging them in each stage of the product development process;  How to set up and make the most of a customer advisory board; What to look for when hiring a CX Analyst;  Where the CX function is located in Privitar, and how the insights are used by both marketing and product; and What you as a marketing leader can do to empower your CX Analyst to get the best from them and support them in their role.  Alexandra has had a variety of analytic roles across marketing and product, always with a focus on the customer, including Director of Customer Insights and Director of Lead Generation at Getty Images. Privitar is a data provisioning and privacy engineering company, making data available safely, at speed and accessible to the people in organisations who can drive innovation with it. If you want to have a more in-depth understanding of CX, this is an episode for you! Enjoy the show. P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Alexandra, with all the tips and strategies laid out in an easy-to-read format.  References Daniel Miller - The Comfort of Things. Erika Hall - Just Enough Research. Dr Simon Kelly, Dr Paul Johnston, Stacey Danheiser - Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness. Simon Kelly, Paul Johnston, Stacey Danheiser - Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions. Contact Alexandra Mitchell Find Alexandra on LinkedIn or via email and mention you heard her on the podcast. Find out more about Privitar.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.  This episode was produced by Dylan Todd and edited by Lewis Hallam.

How to develop a creative, agile, inclusive, risk-taking team culture. Holly Ransom, CEO and Founder at EMERGENT, joins us on this episode. Holly is author of the book, The Leading Edge: Dream big, spark change and become the leader the world needs you to be, which is discussed throughout the interview today. In this episode, we discuss: What you can do to reinvigorate the curiosity and creativity within your team; How to embrace diversity from all angles in your life, your work and in your team; The importance of asking the question “whose view haven't I got?” - why diversity is powerless without inclusion, and how to create psychological safety for your team; The need to unlearn for us to make space to learn what we need to thrive into the future; and A reminder to explore our own purpose and our own inner why in order to use our position as marketing leaders to make lasting change.  Holly is a globally renowned content curator, powerful speaker and master interviewer, who has interviewed the likes of Barack Obama, Michelle Obama, Richard Branson, Billie Jean King, Condoleezza Rice, and the world's first humanoid robot, Sophia.  Holly was named one of Australia's most influential women by the Australian Finance Review, was Richard Branson’s nominee for Wired Magazine’s Smart List future game-changers to watch, and was also awarded the US embassy's Eleanor Roosevelt Award for leadership excellence in 2019.  The interview only touches on the many lessons, theories, frameworks and stories in Holly's book, so I do encourage you to buy a copy of Holly's book, you will not regret it. Alternatively, you can listen to the audio book, narrated by Holly. Enjoy the show! P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Holly, with all the tips and strategies laid out in an easy-to-read format.  References Energy Disruptors - Trailblazer 04: Seth Godin. Holly Ransom - The Leading Edge: Dream big, spark change and become the leader the world needs you to be. Access the audio book version here. Jim Collins - Good to Great: Why Some Companies Make the Leap and Others Don't. Jim Loehr and Tony Schwartz - The Power of Full Engagement: Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal. Josh Kaufman - The First 20 Hours: How to Learn Anything . . . Fast! Malcolm Gladwell - Outliers: The Story of Success. Stephen R. Covey - The 7 Habits of Highly Effective People. Susan Cain - Quiet: The Power of Introverts in a World That Can't Stop Talking. TED - Do schools kill creativity? Sir Ken Robinson. TEDx Talks - Building a psychologically safe workplace | Amy Edmondson | TEDxHGSE. The Vernā Myers Company - Diversity and Inclusion. Contact Holly Ransom Find Holly on LinkedIn and mention you heard her on the podcast. Find out more about Holly and EMERGENT.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.  This episode was produced by Dylan Todd and edited by Lewis Hallam.

PwC Partner and Experience Consulting Leader, Guy Parsonage shares his CX insights Guy is based in Hong Kong, where he's responsible for driving digital transformation and innovation with global brands in and out of greater China for PwC. Prior to PwC, Guy has a stellar agency background with brand experience and events agencies, and a CEO of a digital and CX agency that was acquired by PwC to help them establish their CX consulting operations in China.  In today’s episode we have a deep dive into CX, discussing the following topics: What it takes to shift a company culture from internal facing to customer centric; How to build an organisation-wide CX capability and some tactics of how you implement this through changes to people, process and technology; What role marketing and the CMO needs to play for CX; The importance of linking the CX strategy to the business objectives; and Some of the watch outs when building a customer-centric organisation and where to start.  Whether you're already on the CX journey or are yet to start, tune in to tap into Guy's incredible experience in helping global brands transform to become more customer centric.  Enjoy the show! P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Guy, with all the tips and strategies laid out in an easy-to-read format.  References Catherine Gildiner - Good Morning, Monster: A Therapist Shares Five Heroic Stories of Emotional Recovery. Matt Taylor - MG Taylor History and Business Model. Contact Guy Parsonage Find Guy on LinkedIn or via email and mention you heard him on the podcast. Find out more about PwC.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.   Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. This episode was produced by Dylan Todd and edited by Lewis Hallam.

Steffen Daleng, CMO of Booktopia, Australia’s largest online bookstore joins us on this episode to talk about the changing role of marketing. Steffen was also named the #15 Top People in Ecommerce in 2021 by Inside Retail. Steffen has had a fascinating career starting out in the army, working his way through starting, acquiring and selling several companies in different countries whereby he honed his Ecommerce and digital marketing skills, all the way until his current role as CMO of Booktopia where he’s helped their IPO, and helped them grow at quite a rapid rate. In this episode we discover: The changing role of marketing as it pertains to data, contextualisation and personalisation; the rise of influencer marketing and why trust is so important; How Booktopia competes against Amazon by playing a different game; How Steffen has restructured and scaled his team based on an ambitious vision of becoming a 500 million in revenue company, and the importance of CEO buy-in and support; and Some of Steffen’s leadership lessons he learned from his early career in the army, as well as some of his biggest leadership regrets, and his biggest investments in his career. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Steffen, with all the tips and strategies laid out in an easy-to-read format.  Enjoy the show! References Josh Kaufman - The Personal MBA: Master the Art of Business. Seth Godin - Permission Marketing: Turning Strangers into Friends and Friends into Customers. Simon Sinek - Leaders Eat Last: Why Some Teams Pull Together and Others Don't. Contact Steffen Daleng Find Steffen on LinkedIn and mention you heard him on the podcast. Find out more about Booktopia.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing transformation. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. This episode was produced by Dylan Todd and edited by Lewis Hallam.

Why customer and employee empathy is the key. Edward Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, has an impressive track record in strategy and planning roles for global ad agencies Ogilvy and WPP. Ed has also been a CEO, and he’s worked client-side as Director of Marketing Communications for Adidas in Greater China. His experience and wisdom shines through in this episode. In this episode, we discover: How COVID-19 has dealt airlines a significant blow - and the importance of revenue diversification; How the marketing team has adapted and stayed resilient during the turbulent times; The increasing role of psychology and behavioural economics in marketing – and how this has played out in some of the recent campaigns for Cathay Pacific;  The upsides of the pandemic - in terms of the marketing team trying new things, expanding their in-house remit, flexible working, and launching a new Cathay lifestyle brand; How planning cycles have changed the way they do budgeting and led to the emergence of agile ways of working; The data dashboard Ed has built with partners like Google & Skyscanner to gather the travel intent data they need to predict an uptick in purchasing behaviour so as to maximize their marketing and media investment; and How Ed is building a modern marketing team based around three core teams. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Ed, with all the tips and strategies laid out in an easy-to-read format.  Enjoy the show! References Cathay Pacific - Arm up and let’s fly again. Cathay Pacific - Life Elevated with Cathay. Cathay Pacific - Fly Confidently with Cathay Care. Cathay Pacific - Till We Fly Again. Daniel Kahneman - Thinking, Fast and Slow. Malcolm Gladwell - Blink: The Power of Thinking Without Thinking. Raja Rajamannar - Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers. Under Armour - Under The Armour: Michael Phelps. Contact Ed Bell Find Ed on LinkedIn or via email and mention you heard him on the podcast. Find out more about Cathay Pacific.  Contact Growth Generators Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.   Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review! This episode was produced by Dylan Todd and edited by Lewis Hallam.